VIETNAM GENERAL CONFEDERATION OF LABOUR

TON DUC THANG UNIVERSITY

FACULTY OF BUSINESS ADMINISTRATION

E-COMMERCE

Website for Seafood Online Company

Credit goes to : MlemT Seafood Joint Stock Company

Lecturer: Mr. Bui Thanh Khoa, Ph. D

Implemented students:

Võ Tấn Lạc Thiện – 719K0137

Đoàn Hoàn Mỹ - 719K0129

Phạm Văn Tuấn – 719K0143

Nguyễn Phú Thịnh – 719K0225

Đỗ Nguyễn Phương Linh – 719K0021

Class: Group 10 Thursday Shift 01

Major: Marketing

Ho Chi Minh City, 2021

 INDIVIDUAL TASK

Name Student ID Task Complete status

Editing and
Võ Tấn Lạc Thiện 719K0137 synthesis the 100%
content

Phạm Văn Tuấn 719K0143 100%

Nguyễn Phú Thịnh 719K0225 100%

Đỗ Nguyễn Phương Linh 719K0021 100%

Đoàn Hoàn Mỹ 719K0129 100%

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 ACKNOWLEDGEMENT

In order to complete this project paper, we are all surprised of how hard conducting a
project is. So far, we can say that this is the hardest assignment we have ever done.
Although this report may not be too valuable but this is the result of enthusiasm and
continuous hard-working days of our group. We think through this project, the
knowledge we learned is uncountable. All the hard work and endless days of
researching is worthy.

It might be impossible for us if it were not for all the help we received. Foremost, I
would like to show my sincere gratitude to my instructor Professor Bui Thanh Khoa for
his continuous support since the beginning. At first, we were all delighted to have him
as our instructor. He is a kind, nice and thoughtful lecturer. We all enjoyed his classes
along with his humorous jokes and reality lessons. His bright personality makes our
time in class more well spent than ever. Although he is easy-going teacher, he has his
own rules for class, such as punctuality, discipline and be serious when comes to
studying. These are completely rightful and suitable for us. Because these are rules so
anyone who does against the rule must be strictly reminded and corrected. Along with
the lessons, we had chance to heard about his past - his student life and the stories
behind his office life. We can see that he is proud of his students so much and we want
dearly contribute to this part of him. Professor is also a careful and detailed person,
who care deeply for his students’ works. We appreciate his time reading and correcting
every error in our reports and presentation. Everyone in our group is thankful to have
him as our teacher and instructor.

During the progress of writing research in this project, our group members were
extremely diligent, enthusiastic and hard-working in order to complete the final one.

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We want to thanks ourselves for our stubbornness, trying our best, stick with the work
till the end and not giving up. We also want to say thank you to many people: our
parents who gave us such opportunities that we can go to school and learn different
kind of knowledge; our classmates who willing to help each other when needed and all
the research authors for contribute us such amazing topics. Last but not least is our Ton
Duc Thang University. Thank you for all the handy documents, research papers and
informative sources through library.

Our group will forever remember and cherish this wonderful experience and make this
become our foundation in business researching and analyzing path in the future. Once
again thank you all for your help with our project.

Best regards!

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 CHAPTER 1. INTRODUCTION
1.1. Market Opportunities
The society is developing day by day, the human demand is increasing, the choice
of using seafood products for consumption is more and more popular. This is a product
line that has been, is being and will be developed in the future. Due to the unique
characteristics of the product, the online seafood market has not been exploited and has
rich potential.
Our target customer is mainly lecturers and office workers aged 25-40 (the ability
to use modern technologies, access to online websites, news forum which is spread
transmission and high visual). More specifically, we focus on the people in the married
relationship because they pay more attention to the daily meals for the family, and the
nutritional content is guaranteed. In the single group, they often do not pay much
attention to eating and lazy to cook for themselves.
MlemT's business model is a marketplace on a merchant platform e-commerce
(Marketplace), specifically in the form of B2B2C Marketplace. MlemT plays the role
as a middleman connecting the supplier wishing to sell (the seller) and the consumers
who want to buy the product (buyer). This is a good opportunity for the us with little
marketing expense, not many channels to support sales such as website, own store, ...
Therefore, come with MlemT, we will provide and suspport multiple functions not
only for buyers but also for sellers. In addition, in the near future, MlemT aims to
expand many types of the model in Marketplace to connect large businesses and
distributors customers in order to improve product quality reputation and increase
customer’s trust.

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1.2. Company Overview
1.2.1. Company Background Information:
MlemT started in 2020 by five university students who desire to run business and
provide amount of fresh and good quality seafood for other people. We are retailer of
fishes, shrimps and shellfishes with only one online selling website and Facebook
page. We have also opened one physical store located in district 7 in Ho Chi Minh City
for customers get buy and pick up their orders.
Our company name was created with combination of our members first name
character, as meaning as this is our company, was built and run by all five of us, no one
is left behind. The logo of MlemT was also a symbol to the unity and attachment
between members within the company. Circle is represented for fullness, unite, while
the fish is sign for people to get know of what product we are selling.
1.2.2. Company members
- Phạm Văn Tuấn: Owner, Budget Manager.
- Võ Tấn Lạc Thiện: Customer Service, Visual
- Nguyễn Phú Thịnh: Seller, Shipping
- Đoàn Hoàn Mỹ: Marketing, Seller
- Đỗ Nguyễn Phương Linh: Finance, Public Relation
1.2.3. Business objectives
Our company mission is to deliver fresh and good quality seafood with the safe and
correct process along with such reasonable price to our customers who are busy
coming to the market and cannot hand-select their product. All of our process, from
how we receive the product to the way we deliver or preserve it will be all public
and tested to be qualified.
Although we are a small start-up company, we hope that within 3 years, to 2024, our
company can help to provide half of more than 9 million residents in Ho Chi Minh
City (top10tphcm, 2020) with our products and services. We will be supplier to

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 some small seafood related restaurant. With our honesty and dedication in work, we
hope to receive lots of good impression from the customers. We will try our best to
make customers be most satisfied when coming out of our store.
1.2.4. Competency and Competitive advantages
As a company, we are proud to say that we have the most clear and public business
strategy ever. We make sure that our customers know clearly about our distribution
system, which is qualified and approved for safety. We also take customer service
extremely important and careful so we are confident in dealing with customers’
feedback and will be sincerely listen to our customers’ concerns then help them to
solve it. Go along with all things above, we guarantee that the whole work is always
shown honestly and sincerely.
Since we are start-up, the company will have some small problems to be add up.
First is the lack of budget and experience in running a whole business from head to
toes. We also have limited time when we only can deliver in specific time frame.
Finally, we put lots of hard work in focusing on the quality of the products so the
marketing plan and public relation side of our company will take more time to be
developed.
1.2. Market analysis
My team has done some research and in final we conduct information like
following.

1.3.1. Macro Environment

Demographic:
Our target customer is group of people from 25 to 60 years old. We believe that this
group has enough potential and power to purchase our product line. We serve male and
female customers, mom, dad, office workers, researchers and any other businesses. The
most suitable range of customer will be the one with more than 10 million VND salary

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per month. We also provide seafood to some small store or restaurant nearby for their
delicious dishes in the menu.
Political:
MlemT Seafood Joint Stock Company is affected by the government policies on the
regulation of seafood operation. We are and will be trying our best to meet up with our
country standard in food safety. Customers will also have our commitment with
responsibility in running the company, staff’s attitude and services. Other legal
requirements also guaranteed to be followed such as operating hours, tax requirement,
labor and employment law and environment certification, etc.

Natural:
Ca Mau is the southernmost province of Vietnam, far from the Ho Chi Minh City more
than 300km, TP. Can Tho 150km, located on the southern coastal corridor, connecting
three countries Vietnam, Cambodia and Thailand. It is ideal environment with
mangrove forest, a rich eco system of water plants and many rich creatures. Seafood
our company directly collected from Ca Mau fishing ground is raised in the nature with
no diet, no use of chemical to gain weight and no use of medicine, which make them
completely clean.

Cultural:
In Vietnam, Ho Chi Minh City citizens to be specific, mostly consume seafood along
with kind of meats. That means the market of our company is powerful and potential.
People like all previous generation, go shopping with experience, maybe from their
elder family member like mom or grandma or might also base on seller advice. In some
situation, like in supermarket, they would choose product from certified company,
which has reputation and tested with safety. Reasonable price also plays an important
role in buying decision making of Vietnamese people.

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Technological:
Since we start as online selling site, technology is indispensable. On our website, we
provide customers with all the detailed information they need. With our busy target
customers, they will find it convenient when do the shopping online and no need to
move out of their place. Online platform also helps us to broaden the market scale
without actually open any physical store at different location. Through our company
website and Facebook page, new-to-be customers can read all the compliments as well
as the complains of our customers about or products and service. Then, that will
promote our name inside of the new customer mind whenever it comes to seafood. This
is a good way to advertise the company. With help of technology, customers can have
real chat with our company staff when they have anything to unsure about the product
or to give their feedbacks direct to us.

Economic:
In 2020, the picture of seafood exports is bleaker when the export turnover is only 8.4
billion USD, down 1.8% from the previous year. According to Ministry of Planning
and Investment, at the end of 2020, the scale of the Vietnam economy reached about
343 billion USD and GDP per capita will reach 3,521 USD. According to IMF, the
scale of the Vietnam economy reached about 1050 billion USD and GDP per capita
will reach 10,000 USD.
1.3.2. Micro Environment
Company:
- Phạm Văn Tuấn: Owner, budget manager.
- Võ Tấn Lạc Thiện: Customer Service, Visual
- Nguyễn Phú Thịnh: Seller, shipper
- Đoàn Hoàn Mỹ: Marketing, seller

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 - Đỗ Nguyễn Phương Linh: Finance, Public Relation
Competitors:
MlemT is a start-up seafood business in Ho Chi Minh City where has lots of other
same purpose company. Therefor, we have to face with plenty of big competitor with
huge reputation and status around the area such as Bách Hóa Xanh, BigC, LotteMart,
Co.Op Mart, and lots of other small, middle businesses.
Media:
MlemT is run online through website and Facebook official page so that is also our
media play platform. We run business, control information and communicate with
customer though them.
Publics:
Consumer’s buying power in the seafood market is high. With the continuously
changes in tastes and the increased concern in healthy eating, companies have to make
changes and improvements to satisfy customers. Customers may have lots of choice
when talk about seafood. Because of that, MlemT will try best to create great
relationship with every single customer.
Customers:
MlemT is to serve people at Ho Chi Minh City and some close areas. We most meet
with housewives and husbands, office workers and mother of new-born babies. Other
business such as pubs, street vendors, small merchants occasionally is our customer as
well.
Supplier:
We have great relationship with the supplier, as they are our acquaintance, so the
quantity and quality of product is guaranteed. Since it is caught in the south sea of
Vietnam, the seafood is made sure to be fresh and clean as much as needed. We treat
our suppliers as our partners, our friends, as they also introduce customers or some
good news deal to our company.

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1.3.3. SWOT analysis

Strengths Weaknesses Opportunities Threats

- The product is fresh, - The staff lacks - Demand for seafood - Covid 19
clean, and of good experience in dealing now a day is increasing. pandemic.
quality. with unexpected - Open and run business - Supply chain is
- Guaranteed same- situations. in Ho Chi Minh city interrupted.
day delivery and - Do not have much which contributes 20% - Lots of
products delivered to funding and of Vietnam's GDP. The competition.
the customer's specialized average growth rate of - High production
doorstep. equipment. the city was 11% per cost.
- Clear and flexible - Time limitation year in the period 2006- - Many customers
policy to solve the - Only have basic 2010. Despite the global are hesitant about
problem. public relation economic crisis, the buying online
- Good financial economic growth rate because they
planning remained at 9.3%, higher cannot see and
- There are many than the national average feel the product
payment methods for of 5.6% => Economic directly, so it is
customers. Available center of Viet Nam difficult to win the
supplies. trust of customers
- The staff are college
students so they can
guarantee the honesty
of their work.

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1.4. Products and Services
1.4.1. Products:
Our source is taken directly at the port of Ca Mau. The price of each item is indicated
on the store's homepage and it is charged based on each kg of seafood ordered by the
customer. Seafood delivered to customers will be carefully packed and ensured of the
best freshness and hygiene.
FISH
Methods of preservation: There are two ways of storing fish: the freezer and the cool
one.
 The freezer: Frozen fish can be stored for 3 to 12 months. However, preparation
is very important. Fish can lose their appetite if exposed to air, so before you put
fish in the freezer or freezer compartment, do one of the following:
 Option 1: Put the cleaned fish in a zipper bag. Before pulling the zipper,
squeeze the bag to expel all of the air in the bag.
 Option 2: Wrap the fish in aluminum foil and then wrap it again with freezer
paper (the type of paper used exclusively for the purpose of wrapping fish
meat to store the freezer or freezer in the refrigerator).
 Option 3: If you often have to freeze fish, you should buy a vacuum cleaner.
The machine will help you remove all the air from the fish bag, ensuring the
taste of the fish is preserved.
 Option 4: Another way you can use it is to freeze fish with water. Use a large
ice tray to place the fish in, then cover the fish with water.
 The cool: Before cooling the fish, wash the fish thoroughly with cool water and
dry with a clean cloth or paper towel. Wrap the fish clean in waxed paper or
aluminum foil, and store the fish in the refrigerator. You can store fish in the
refrigerator for up to 2 days. Large fish or large pieces of fish can last longer
than small pieces of fish. Low-fat fish will last longer than high-fat fish.

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Product description:
 Silver Pomfret (150.000 VND/kg): The silver pomfret is a tropical fish with a
round shape, firm meat, little bone, most commonly found in river basins in the
Amazon (South America). Silver pomfret has a delicious taste, watery meat,
high nutrients such as omega 3, protein, calcium, iron, Vitamin C, B1, B2, ...
very good for health.
 Mackerel (100.000 VND/kg): Mackerel live in both tropical and temperate seas.
Most types of mackerel live off-shore in marine environments. Mackerel is a
food rich in protein and omega-3 fatty acids. The fish meat is delicious but not
too strong, making mackerel a favorite dish. You can add these foods to your
diet for a variety of health benefits.
 Blue Fish (100.000 VND/kg): Blue Fish are commonly found in the Indian and
Western Pacific, and in the surrounding seas. Fish contains high levels of
nutrients such as protein, vitamins, iron, zinc, minerals, calcium, phosphorus ...
to provide essential nutrients for the body. In addition, the fatty acid
composition of fish also has anti-inflammatory effects, recovers wounds, and
enhances the immune system. Especially for children, who are just getting sick
or having surgery.
 Greater Amberjack (120.000 VND/kg): Greater Amberjack is a species of sea
fish in the star starfish family is distributed in the Mediterranean, Atlantic,
Pacific, In Vietnam, Greater Amberjack in three special regions is most
abundant in Central and classified as delicious fish of the sea origin. Greater
Amberjack is a food with high nutritional value and is very beneficial for health
such as good for the heart, improving gut health and urinary tract.
 Basa Fish (50.000 VND/kg): Basa fish is native to the Mekong Delta in
Vietnam and the Chao Phraya River basin in Thailand. Basa fish is a type of fish
that is a source of high-quality protein and healthy fats like omega-3 fatty acids.

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 Due to its low calorie and high protein content, Basa fish is a beneficial food for
people on a weight loss diet.
SHRIMP
Methods of preservation:
 After receiving the goods, you can clean the shrimp with water and then cut
off the head and legs. Because the head of shrimp is a place containing many
types of bacteria that affect the flavor of your food without being healthy for
you and your family. Once drained, you can put shrimp in the freezer
compartment in the refrigerator or put it in the special freezer to be stored for
a long time, possibly up to 1 month, while still ensuring the nutrition degree
fresh.
 If you choose our pre-processing service, after receiving the goods, you only
need to divide the shrimp into bite-sized portions (if necessary) and then put
them in a dedicated freezer or freezer for storage in time. for a long time,
possibly up to 1 month, while still ensuring nutrition and freshness.
Product description:
 Black Tiger Prawns (430.000 VND/kg): Black tiger prawns are widely
distributed, from the Indian Ocean through Japan, Taiwan, East Tahiti,
southern Australia, and western Africa. Black tiger prawns is a type of
seafood that is rich in nutrients, high in calcium, contains many proteins,
vitamins, and trace elements.
 Giant River Prawn (430.000 VND/kg): Giant river prawns are considered a
delicious taste in dishes because of their delicious taste and high nutritional
value. That is why it is brought to many places as well as always on the
menus of famous restaurants and hotels. Crayfish can help prevent diseases
such as back pain, arthritis, help women after giving birth more milk, and
increase strength, toughness in men, ...

14
  Mantis Shrimp (750.000 VND/kg): Mantis shrimp have a strange appearance
with many legs, white, blue, or white, and have two paws. In Japanese
cuisine, mantis shrimp is boiled and used in sushi dishes and sometimes eaten
raw as sashimi. Mantis shrimp contains many nutrients that the body needs
such as vitamin B12, iron, calcium, and omega3, ...
 Alaska Lobster (500.000 VND/kg): Alaska Lobster is a very famous shrimp
in the world, is indispensable seafood in the menu of restaurants and large
eateries. This type of lobster inhabits the deep seas of Alaska in the north of
the United States and Canada. Famous Alaskan lobster meat is rich in
nutrients, calcium suitable for the elderly, children, or people in need of
additional nutrients.
 White Shrimp (180.000 VND/kg): White Shrimp is an aquatic species with a
high nutrient source and is a popular daily dish of the Vietnamese. Not only
that, but white shrimp is also on the list of the largest seafood export products
in our country. The shell of the white shrimp has a thin structure, is milky
white, the legs are white. White Shrimp is rich in nutrients such as vitamin
B12, iron, calcium, and omega3, ...

CÀ MAU CRAB
500.000 VND/kg

Methods of preservation:

After receiving your order from us, you can keep the crabs alive for several days by
leaving them in a cool and humid place away from direct sunlight. You can put them in
buckets, baskets, pots with a lid to let air in or store them in the refrigerator cooler at a
temperature of 10-15 degrees C. Or you can prepare them and then store the freezer to
have can be stored longer.

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Product description:
Ca Mau crab is quickly known for its deliciousness, sweetness, and firmness, to
get that is because Ca Mau crab lives in a completely natural environment, without
using any artificial food. Crab meat is both fragrant, sweet, not too fat, rich, and firm.
And crab bricks are fat, ecstatic. Crab is a natural source of omega-3 fatty acids, which
can help improve memory, reduce the risk of heart attack, cancer, and may help
improve depression and anxiety.

OYSTER
12.000 VND/Oyster
Methods of preservation:
We encourage you to use it within the day for the best. If the case cannot be used
and processed within the same day, the oysters must be placed in the freezer at a
temperature of 0 - 6 degrees C. Be careful not to wash oysters into fresh water and then
refrigerate. Oysters will rot. And with such preservation, we can keep oysters for 4-5
days.
Product description:
Oysters live mainly on rocks, coastal areas, and estuaries. Their food is usually
plankton and other organisms living in sand, mud, ... Oysters contain many nutrients
such as protein, healthy fats, vitamins, and minerals, but not many calories.
HAKF - CRENATE ARK
50.000 VND/kg
Methods of preservation:
There are many ways to clean clam. You can soak clam with salt water mixture or
soak them with rice water for several hours to a day to let them get rid of the dirt. Then
proceed to scrub each one. After cleaning cockles, let them drain and put them in a

16
plastic box or bag. Finally, put the box or plastic bag in the freezer of the refrigerator.
Thus, we have completed the overnight storage of clam and can use them the next day.
Product description:
The Hakf - Crenate Ark is a mollusk, living in the muddy tidal zone, quite
common in the brackish estuary of the provinces from Nghe An towards. The clam has
a sweet, salty taste, warmth, is non-toxic, has a tonic effect on the blood, cures anemia,
blood damage, poor digestion, and stomach pain. For people with gastroduodenal
ulcers, poor digestion, or anemia, the dishes made from clam should not be ignored.
RAZOR CLAM
120.000 VND/kg
Methods of preservation:
 To preserve live snails, you need to first remove the spoiled ones to avoid
affecting the entire number of snails. You just need to put the snail in a cloth
bag and then regularly soak the water to create moisture for the snail. This
way, you can store snails for 1-3 days depending on the vitality of each type.
 For longer shelf life, you need to pre-process it by dripping boiling water and
dividing it into portions, and then freezing it in the freezer. We recommend
using them within 48 hours of refilling to ensure freshness as well as the
included nutritional values.
Product description:
Razor Clam live in beach areas deep in the muddy or sandy layer, live in the muddy
sand at the mouth, around the waters close to major estuaries. The meat of the Razor
Clam has a sweet and firm taste because there are many minerals such as iron, calcium,
and tastes sweet, soft, and chewy, so it is used as an ingredient to process many
delicious dishes. In Vietnam, Razor Clam are present year-round in pubs.

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SQUID
Methods of preservation:
 Store squid when there is no refrigerator:
 You cannot just put squid in bags or bags. It only takes about 4 to 5 hours
to make the squid no longer fresh. In this case, you should put the squid in
a sealed bag, then put it in a foam bin with ice. Choose large stones
instead of ice cubes because they are easy to dissolve.
 Styrofoam box, you can use one end of the chopsticks to make a small
hole, sometimes let the ice melt out. Stored like that, the squid will be
kept fresh for up to 4 days.
 Store fresh squid when refrigerated
 Wash off the squid, remove the intestines and skin. If you haven't
prepared it, you don't need to wash the squid with saltwater. Although
everyone think that washing squid with salt will be cleaned, on the
contrary, salt is the absorbent agent found in food, making food less fresh.
Therefore, you only need to rinse with clean water.
 Squid storage bags for storage need to have little air in them. You should
choose the best zip bags or vacuum bags.
 The storage temperature in the refrigerator is below 5 degrees Celsius.
 In general, to maintain the freshness of the squid, just refrigerate the squid
at the right temperature. If you store the squid in the freezer compartment,
thaw it before you cook it. And once thawed, it must be processed
immediately, otherwise, the squid will not be fresh, and cannot be
preserved again.
Product description:
 Squid egg (350.000 VND/kg): This squid is caught in the breeding season
which is abundant in the South East Sea. The percentage of eggs can occupy

18
 up to 50-70% of the squid's body. Squid egg is a food that contains a lot of
protein and essential nutrients that are beneficial for the body.
 Cuttlefish (380.000 VND/kg): In Vietnam, this type of squid is abundant in
the coastal areas of Central and South Vietnam. Cuttlefish is also a type of
seafood with high nutritional content with ingredients containing many
vitamins and minerals such as copper, zinc, iron, calcium, phosphorus,
Niacin, Omega 3, selenium, B vitamins, ... So, this is the food source that
many nutrition experts recommend regularly for the body.
 Bigfin Reef Squid (450.000 VND/kg): In Vietnam, Bigfin reef squid is
distributed in all three sea areas of North - Central - South but concentrates
mostly in the Gulf of Tonkin, Phu Yen, Khanh Hoa, Binh Thuan. Bigfin reef
squid not only has a delicious taste, sweet and chewy meat, but it also
contains high nutritional content. It is recommended by many health experts
to supplement the body with nutrients regularly.
 Squid (200.000 VND/kg): In our country today, squid is distributed in many
seas stretching from the North to the South and is easy to catch. Not only
does it taste delicious, but squid also contains much higher nutritional content
than meat, fish, and some other seafood. Therefore, this ink is classified as a
culinary essence with high nutritional value and excellent taste.
 Sim Squid (220.000 VND/kg): Living along the coast of our country, with
quite a large number, Sim squid is a popular dish in a Vietnamese family
meal. From the beginning of summer to the end of June, it is the season when
Squid Sim "pours the sea" is brought back by the fishing village. The small
squid has thick, sweet flesh, many attractive eggs. In particular, this ink has a
very reasonable price, not as high as other seafood trenches.

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1.4.2. Services
To help customers have the best shopping experience, MlemT has customer support
services such as:
 Support to guide customers on how to preserve and prepare food
 Support customers wishing to pack products as gifts (charges apply).
 Support customers directly to pre-process products (chargeable).
 Support complaints if the defective product is caused by the company (for
details see the policy section).
 If the customer is busy with unexpected work and cannot receive the goods, the
company will support the maintenance service for the customer within 48 hours and
charge an additional fee of 5% depending on the price of the item (if the customer is
still overtime. If the customer does not accept the order, it will be considered the
customer canceled the order).
1.5. Customer segmentation, Target market and Position
1.5.1. Segmenting consumer markets:
There are 4 types of consumer market segments including geographic segmentation
(nations, regions, states, counties, cities, or even neighborhoods), demographic
segmentation (age, life-cycle stage, gender, income, occupation, education, religion,
ethnicity, and generation), psychological segmentation (social class, lifestyle, or
personality characteristics), and behavioral segmentation (consumer knowledge,
attitudes, uses of a product, or responses to a product). For retail customers, our
company's motto is to bring to customers the highest quality and freshness products.
Therefore, we choose demographic segmentation aimed at targeting high-income
customers because they will focus more on choosing their healthful foods rather than
finding low-priced products (ex: office workers, university lecturers and so on). In
addition, in order to maintain stable sales, we plan to cooperate with some wholesale

20
buyers such as small restaurants or snack bars that specialize in dishes that use seafood
ingredients (ex: 7-level spicy noodle shop, Thai noodle shop, hot pot restaurant, etc.)

1.5.2. Positioning
We are public to our customers from the beginning to the end of process. Therefore,
the quality is checked and proved to be fresh and high quality enough to requirements
for a business. We provide for all ages, gender with simple way to marketing and
advertise our company as well as products. Customer will have our words about the
quality of product for long in the development journey since the market scale of us is
only focus on local area. And we prefer quality of product and customer satisfaction
more than anything.

1.6. Marketing plan

MlemT promotes Marketing activities to build and promote brands such as promotions,
advertising on social networking sites such as Facebook, Instagram, YouTube, on
website, promoting on seafood groups, etc. In order to plan the marketing strategy for
clear details, we use 4Ps model to build the plan.

Product:

MlemT always try to provide the value to customers and set it as the target in almost
every plan. We aim to increase the experience through the quality of website.
Specifically, MlemT is designed to carry friendly features for users, all product images
and videos are presented in an orderly manner. In addition, the pictures are also
described in detail by the seller about taste and color to help customers easily visualize
the product. Coming with MlemT, customers can take experience in a virtual shopping
mall arranged in a steamy setting guide, eye-catching, but at the same time extremely
simple, convenient for use through functions visualized through icons. Furthermore,
the website system is regularly secured, speed of accessing to MlemT is always stable,
the website is compatible on all types of devices, making it unrestricted or interrupted
by customer procurement line. Along that, customers are also allowed to contribute

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their opinions by reviewing and commenting features for products after purchasing.
This doesn't only help with a customer's buying decision for the next time is correct
and more effective, but also contributes to building a more and more valuable website.

Besides improving the quality of the website, our team of MlemT also does not stop
making efforts to maximize support functions and protect consumers. After listening to
feedback during operations, security policies, and claims policy is always edited and
updated to bring the best value to customers. MlemT's hotline number is also available
24/7 to receive and solve all difficulties of users and partners.

Price:

Price is an important factor influencing customers' buying decisions and impact on the
income of businesses and sellers. Therefore, product pricing needs to be consistent
with the model's business and the actual market situation. We decide to price our
products following market penetration strategy and according to customer psychology
to reach the target customers. This will attract buyers by offering better goods and
services at the same price in the market. A suitable price will attract customers and
create better brand awareness. When the business has gone through the development
process, it has a certain reputation in the heart of customers, we still continue to
maintain the evaluation price methods for each time in the year as well as the economic
situation - social market. We also apply package discounts, organizing promotions and
so much other campaigns.

Place:

Because of the rapid growth of the global Internet, people access and search for all
information on social network are becoming more and more popular. This form of e-
commerce is extremely attractive to a large number of users. Catching the trend,

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MlemT has been deployed and built on a web platform. This is a place that offers a
variety of seafood and our Customers can access the website address:

https://phuthinhnguyen01.wixsite.com/mlemt in Google search.

At the same time, to increase interactivity, promote and replicate brand image, we also
set up a page in Facebook to regularly update content, products, tips to attract many
users interested in seafood nowadays. We also concern about delivering products to
customers how to bring convenience and speed to both buyers and sellers. During the
process of business organization, we actively seek and associate with shipping partners
have the most reputable, quality network to easily transport products and customers can
receive them as fast as possible without worrying about shipping costs.

Promotion:

To stimulate customers to shop at MlemT, we will focus on promoting promotions,

packages, discounts, the vouchers, gifts, free shipping codes, ... for customers to
register at MlemT can enjoy these policies. In addition, to maintain using of website,
we also have the function to accumulate points for customers through activities
including purchasing products with large orders, or interaction at posts posted on
MlemT community. Specifically, we will add a voucher 50.000 VND and preserving
service with the order being more than 5 kg. For these levels: the order with 10 million
VND, 15 million VND, 20 million VND, the customers will get a 2%, 3%, 5% voucher
for all the transactions later. MlemT also focuses on building and develop promotional
activities on Facebook. We will invest carefully in the quality of the post content, the
attractive images and constantly promote interactive activities for customers.

1.7. Operations plan

- Get commodity information from supplier
- Update information on the website

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 - Customers place an order
- Consulting and helping customers to order according to their needs
- Order closing and other services (if any)
- Closing orders with suppliers
- Receiving goods from the supplier and preliminary processing (if requested by the
customer)
- Delivery to customers.
- Support after purchasing
1.8. Financial plan
1.8.1. Expenses
1.8.1.1. The fixed costs
To implement and maintain a business plan, MlemT Seafood needs a fixed cost to pay
for items such as: renting premises, tools, office tools, machines, equipment, …
Specifically:
No. Name Amount Unit Unit price Total Notes
(VND) (VND)

1 Office 12 Month 8.000.000 96.000.000 - Add: Nguyễn Thị

Thập Street, district
7
- Square: 40 m2

2 Office tools 1 Set 10.000.000 10.000.000 - Furniture

- Bookcases,
bookshelves
- Stationery (pen, paper,
ink, ...)

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 3 Equipment 1 Set 25.000.000 25.000.000
- Electrical outlet devices
(3 sets)

- Printer (1 machine)

- Fan (2 machines)
- Freezer (2 pieces)

4 Depreciation of 1 Set 1.750.000 1.750.000 5% of total cost for items

fixed assets 2 and 3

5 Buy domain 12 Month 250.000 3.000.000 - Register domain name

name, rent for the first year
hosting 600,000 VND/ year
(including VAT)
- Hosting 200,000
VND/month
6 Electricity, 12 Month 3.400.000 40.800.000 - Electricity: 2,000,000
water, internet, VND
service charges - Water: 500,000 VND
incurred - Internet: 300,000
VND
- Cost of cleaning:
100,000 VND
- Other costs: 500,000
VND

Total 176.550.000 VND

Table 1.8.1. Fixed costs

1.8.1.2. The variable costs

Expenses Total

Marketing costs 108.000.000

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 Labor costs 516.000.000

Site maintenance costs 20.000.000

Total 644.000.000

Table 1.8.2. The variable costs

MARKETING COSTS
No. Name Amount Unit Unit price Total Notes
(VND) (VND)
1 Google 12 Month 5.000.000 60.000.000 10 keywords /
ads month
("Wholesale
seafood", "seafood
market", "buy
seafood online",
"deliver seafood to
your place", "fresh
seafood")
2 Promotion 12 Month 4.000.000 48.000.000
Total 108.000.000
Table 1.8.3. The Marketing costs

Labor costs

Salary Amount Total

No Position Amount Unit Notes
(VNĐ) (VND)

1 Accountant 1 5.000.000 Month 12 60.000.000 Check

accounting
vouchers

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 Storage, etc.
2 Customer 2 5.000.000 Month 12 120.000.000 Support,
services consultation
Staff and answer
questions of
customers
3 Manager 1 12.000.000 Month 12 144.000.000 Follow
business
activity of the
website
4 IT staff 1 8.000.000 Month 12 96.000.000 Site
management
and
maintenance
5 Marketing 1 8.000.000 Month 12 96.000.000 Planning
Staff media
programs, ...
Total 516.000.000 VND
Table 1.8.4. The labor costs

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1.8.2. Revenue
Income:
Coming from the sale of seafood products every month. When buyers transact through
the website and close orders with the customer service department. For each order, the
business will make a profit of 20-25% of the order value.

Factors affecting revenue:

Providing good quality and service for customer, we believe to receive the support
from our community including our business partners and also distribution agencies.
E-commerce and social media gradually create the online shopping habit for
purchasing method. The per capita income is getting the tendency to increase and lead
the demand for seafood to boost also.
However, the market is being impacted from the competition of big companies which
have big budget and modern technology... That is a big challenge for MlemT unless
updating and improving our service.

Future revenue:
We predict that MlemT's website will reach 10,000 hits in the first year. To get the
above figure, we are based on the statistics of the Ministry of Industry and Trade and
the ministry's representative confirmed after discussion with Tuoi Tre newspaper about
the e-commerce development plan for the period 2021 - 2025, which was approved by
the Government issued, in which the target is to 2025 has 55% of the population
participating in online shopping with the purchase value of 600 USD/ person/ year.
According to Mr. Nguyen Huy Hoang, Commercial Director of Kantar Worldpanel
Vietnam (operating in the field of market research), the size of Vietnam's seafood
market in 2019 has reached about 10 billion USD.

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Estimating the revenue for the first year of operation of MlemT seafood is 950,000,000
VND.

CHAPTER 2. WEBSITE MAKING

2.1. Home page
2.1.1. Tool to design web
There are quite a few e-commerce websites today built through website design tools
such as WordPress or Wix because simplicity is accessible to beginners, and Wix is the
tool page which the team decided to use. Wix makes it easier for users to manipulate
the website as it includes HTML, CSS, JavaScript as well as Front-end and Back-end.
All of those things are incredibly complex and difficult to master, but Wix has made it
all simpler and easier to manipulate.

Link of our website: https://phuthinhnguyen01.wixsite.com/mlemt

2.1.2. Logo design

The Mlem website logo is designed based on a tool available in the Wix
website.

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2.2. Product and Service

Figure 1. Crab - Mussel

Figure 2. Fish

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Figure 3. Squid

Figure 4. Shrimp

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2.3. About Us page

Figure 5: About us
2.4. How to use website
- When customers have demand of buying seafood, they can access the website via the
address https://phuthinhnguyen01.wixsite.com/mlemt. Immediately the main interface
of the website will pop out at the home page.
 Figure 6. Home page

Figure 7. Some tips about the dish

- The display of "Homepage" interface will include: logo, brand name, slogan,
shopping cart, easy-to-understand menu bar.

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- Logo and brand name are placed at the top of the website and it will be fixed there
even when the user changes to another section.

- The menu bar of the MlemT website is designed in the form of a horizontal bar. In
which, when the customer moves the mouse to the 2 items "Some tips about the dish
(Figure 7), How to preserve the product (Figure 8)", there will be different.

Figure 8. How to preserve the product?

- When you want to find a certain product, the user clicks on the store item, the website
will immediately display the types of products that the shop currently sells for users to
choose from (Figure 9):

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 Figure 9. Shopping

- Users can view more product details by clicking on the product's image.

Figure 10. More details for product

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- Customers can click on "Buy now" to pay or "Add to bag" if wishing to buy more
products of the shop.

- The shopping cart function is designed with a large purple shopping cart icon located
in the upper right corner of the website, this function also allows customers to view
order details, edit and delete orders. simplified (figure 11).

Figure 11. Shopping cart

- After clicking on "View cart", the website will bring customers to the last page
(Figure 12), which will display all the products that customers intend to buy, as well as
the total price back to the paying user.

- Here, customers will fill in their information in the box "fill in your information here"
located in the lower left corner, above which will be the box to enter the discount code
if the customer has to receive more incentives.

- The last step is to tick the payment box and then the buyer just waits for MlemT to
call and confirm the order as well as notify them of the shipping fee (currently the shop
only pays in cash).

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 Figure 12. Close the order

- In addition, if customers still do not know what they will cook themselves, they can
visit the page "Some food tips". Here the shop also recommends delicious dishes that
are easy to make including all the products the shop sells (figure 13 for example Ca
Mau crab).

Figure 13. Recommend for food

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- Not only that, the shop also dedicated an entire section on ordering instructions at
"How to order" to assist those who have difficulty ordering at the shop for the first time
(Figure 14). In addition, it also shows customers more about how MlemT works as
well as the shop's policy.

Figure 14. Order and delivery service

2.5. Contact Us page

- Contacting to a store is an essential thing, that's why MlemT also created that feature.
On the menu bar in the last right corner is the "contact" section, when you click on the
website, it will automatically scroll down so that you can contact the shop (Figure 15).

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 Figure 15. Contact us

- The service item is listed in the right corner and below is the working time frame of
the shop.

- The contact to the left includes the phone number of the shop's email.

- The middle is an optional box, where customers can leave their email to stay updated
with new offers of the shop.

- If you click on the Facebook icon located at the bottom, the website will take users to
the website of the members working on the Q&A team of MlemT.

2.6. Privacy policy

- Finally, the customers can check our policy by clicking “Chính sách” below “Cách
thức đặt hàng”.

- We have: (Figure 16, 17, 18, 19, 20, 21)

+ Conditions for receiving complaints

+ Cases of complaints

+ Solution for complaints

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+ Steps for complaints

- We have committed to provide goods in high quality and follow the standard of steps
by steps (Figure 21)

Figure 16. Policy

Figure 17. Policy

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Figure 18. Policy

Figure 19. Policy

41
Figure 20. Policy

Figure 21. Policy

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